WildBrain CPLG has secured a new deal for the global character brand Line Friends that will see it open a new, branded activation at the Artbox Cafe in Brighton.

Following its launch on December 12 this year, the Line Friends at Artbox Cafe partnership is now underway and sees Artbox Cafe bring Line Friends’ Brown and Friends, as well as BT21 characters across its take-away and sit-down cafe.

 Danielle Brosnan, brand and retail manager at WildBrain CPLG, said: “During these times, consumers are seeking out fun experiences, which are also executed in a Covid-safe way.

“This exciting new partnership with Artbox Cafe delivers exactly that, as fans of Line Friends’ beloved Brown and Friends and BT21 brands now have a destination to immerse themselves in the world of their favourite characters, and also purchase merchandise to continue the experience at home.”

As part of the partnership, the café has been renamed Line Friends and BT21 Tasty Universe and a branded eat-in menu has been introduced with a range of savoury dishes, desserts and drinks. Themed ice creams are also available from its takeaway parlour.

The cafe’s shop is selling products from UK licensees including GB Eye, Paladone and Aurora, alongside its own exclusive collection of pins, tote bags, mugs, face masks and notebooks.